Last week we covered “A Guide To Facebook Ads: Part 1” and this week, we’re back with Part 2.
During the first installment of the series, we covered how to target the right audience on Facebook (both for “likes” and to drive new customers) and how to create the right images for your ad to increase your conversion rate.
This week, we’ll be covering how to write ad copy, budgeting and split testing.
How To Write Ad Copy
When most people think of writing ad copy, the first thing that comes to mind is “How is this different from writing anything else? Writing is writing..isn’t it?”
And the answer to that question is NO, writing is not just writing. Developing copy for Facebook ads and developing copy for, say, your email list or your corporate website, requires a completely different skillset.
Let’s look at it a different way: think of your business like a movie. And if your business is the movie, than think of your Facebook ads are the teaser trailer. You want to give people a taste of the movie (and remember, the movie is your business) to come, but not give away the entire storyline. The golden rule of writing copy for ads is to always leave them wanting more – THAT is what’s going to compel them to like your page, optin for your email list or purchase your product or service.
So, for example, instead of writing “Sign up today for our email list”, try “Want to be the first to know when our new product launches and be eligible for an amazing insider’s discount? Click here to find out more!”
See the difference between the two?
You also want to make sure that you use a CLEAR call to action in your ad. Because no matter how compelling your ad, if you don’t give your audience clear direction on what you want from them, you’re not going to get it.
A good rule of thumb for your call to action is to be much more obvious than you think you need to be. Whether your call to action is “click here to sign up today!” or “like our page for news, product updates and more!”, make sure you spell it out for them in the clearest language possible.
One of the biggest questions when it comes to advertising on Facebook is how much should you spend on Facebook ads?
And the answer is…. It depends.
I apologise for being ambiguous, but it’s the truth. How much you budget for Facebook ads is going to depend on a number of factors in your business.
The first thing you’ll want to consider when setting your budget is: what’s your end goal? Do you want to drive 1000 people to website? Do you want 1,000 likes on your corporate Facebook page? Do you want 500 new registrants for your email list? Once you have your end goal, assign a dollar value to it.
Then, you’ll want to look at who you’re going to be targeting with your ad campaign. Are you going after your own audience (which is more affordable) or are you going after your competitor’s audiences (which requires a significantly higher budget)?
You’re also going to want to consider the value of each action that you receive from a Facebook ad. If the end goal is selling more of your product or service, how much does that product or service cost? Obviously, you can afford to spend a bit more per click if you have a product that costs $10,000 as opposed to a product that costs $10.
And remember, not all of your clicks will convert to help you meet your end goal. Do some research into your industry to see what an average CPC is and factor that into your decision. Run a small test campaign to see what your conversion rate is, and then put together a budget that will give you a solid ROI and not max out your dollars.
Another must when running a Facebook campaign is split testing your ads.
Split testing refers to running multiple variations of the same ad at the same time to see which performs better with a specific audience.
Split testing your ads is going to ensure that you get the best ROI on your ad campaigns. You’d be surprised at how much minor details, like the color scheme of the photo in your ad, affects conversation rates.
When you’re split testing, be sure to only test one variable at a time. If there’s too many differences between the ads, you won’t be able to logically deduce which variable is having an effect on the ad’s performance and won’t be able to optimize accordingly.
In order to split test effectively, create an ad, and then change one thing – the copy, the image, or another detail. Once you have concrete data on which is performing better, you can then continue the process until your ad is converting well at a low CPC.
That wraps up our Guide To Facebook Ads: Part 2. If you use the knowledge in this guide, you can expect to see significantly better results in your Facebook ad campaigns.
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